Buying behaviour, Marketing Management

Assignment Help:

Buying behaviour:

Consumer decision making varies with the types of the buying decision. The decisions to buy toothpaste, a tennis racket, a personal computer, and a new car are all very different. Assail distinguished four types of the consumer buying behaviour based on the degree of the buyer involvement and the degree of differences among brands as shown in the table below.

Types of the buying behaviour:

1.       Complex buying behaviour: consumers engage in the complex buying behaviour when they are highly involved in a purchase and aware of significant differences among brands. This is usually the case when the product is expensive, brought infrequently, risky, and highly self expressive. Typically the consumer does not know much about the product category. For example, a person buying a personal computer may not what attributes to look for. Many product features carry no meaning unless the buyer has done some research. Complex buying behaviour involves a three step process.

a.       The buyer develops beliefs about the product.

b.      He or she develops about the product.

c.       He or she makes a thoughtful choice.

2.       Dissonance reducing buyer behaviour: sometimes the consumer is highly involved in a purchase but sees little difference in the brands. The high involvement is based on the fact that the purchase is expensive, infrequent, and risky. In this case, the buyer will be shop around to learn what is available but will buy fairly quickly, perhaps, responding primarily to a good price or to purchase convenience. For example, carpet buying is a high involvement decision because carpeting is expensive and self expressive, yet the buyer may consider most carpet brands in a given price range to be the same. After the purchase, the consumer might experience dissonance that stems from noticing certain features or hearing favourable thing about other brands. The consumer will be alert to information that supports his or her decision. In this example, the consumer first acted, then acquired new beliefs, then ended up with a set of attitudes.

3.       Variety seeking buying behaviour: it is shown when the customer has low involvement and the absence of significant brand differences. Here consumers often do a lot of brand switching. Think about cookies. The consumer has some beliefs about the cookies, chooses a brand of cookies without much evaluation, and evaluates the product during consumption. Next time, the consumer may reach for another brand out of a wish for a different taste. Brand switching occurs for the sake of variety rather than dissatisfaction.

4.       Habitual buying behaviour: it is shown when the customer has low involvement and the absence of the significant brand differences. Marketers of low involvement products with few brand differences find it effective to use price and sales promotions as an intensive to product trial, since buyers are not highly committed to any brand. Marketers use four techniques to try to convert a low involvement product into the higher involvement.

They can link the product to some involving issue, as when Crest toothpaste is linked to avoiding the cavities. They can link the product to some involving personal situation for the instance, by advertising a coffee brand early in the morning when the consumer wants to shake off sleepiness. They might design advertising to trigger strong emotions related to the personal values or the ego defence. They might add an important feature (for example, fortifying a plan drink with the vitamins). 


Related Discussions:- Buying behaviour

Cyclical or stable earnings, When founded, when listed • Major lines of bus...

When founded, when listed • Major lines of business • Market share • Ranking within industry (e.g., largest of four companies...) • Exports • Major institutional owners (if any), p

Market targeting strategies, Targeting strategies:  having segmented the ma...

Targeting strategies:  having segmented the market, the firm now has to choose its marketing strategies. There are three strategies to choose from: 1.       Standardization: i

Programme in marketing, the buying situation characterised by low consumer ...

the buying situation characterised by low consumer involvement but are significantly brand loyal are known as..

Marketing mix, design marketing mix for product fash wash

design marketing mix for product fash wash

Buying situation, #questexplain buying situation change in the purchase of ...

#questexplain buying situation change in the purchase of following products and services ?a computer system ion..

Introduction stage - product life cycle, Introduction Stage Because th...

Introduction Stage Because the product-development stage of the PLC was observed at the starting of the chapter, to explore in more detail the first stage at this point is the

Requirements for market segmentation, Problem 1: Define the term motiva...

Problem 1: Define the term motivation and describe Maslow's contribution to motivation. Problem 2: (a) Discuss the needs and requirements for Market segmentation? (b

Explain about the buying decision process, Explain about the buying decisio...

Explain about the buying decision process? Organizational buying is the decision-making process in that one organization receives the resources by other organization gives i

Promoting materialism, Advertising is frequently criticized for its excessi...

Advertising is frequently criticized for its excessive persuasiveness. It creates unnecessary want for the products which buyers don't need or can't afford. Occasionally by promoti

D, concepts of core market?

concepts of core market?

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd